05399nam a22005415i 4500 978-3-658-45352-7 DE-He213 20251030114546.0 cr nn 008mamaa 241126s2024 gw | s |||| 0|eng d 9783658453527 978-3-658-45352-7 10.1007/978-3-658-45352-7 doi HF5415.5-5415.53 KJSU bicssc BUS018000 bisacsh KJSU thema Bruhn, Manfred. author. aut http://id.loc.gov/vocabulary/relators/aut 78198 Customer-Dominant Logic [electronic resource] : Customer-Dominant Management as a New Target in Relationship Marketing / by Manfred Bruhn, Maxim Saleschus, Karsten Hadwich. 1st ed. 2024. Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer, 2024. XVIII, 425 p. 93 illus., 92 illus. in color. online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier text file PDF rda Subject and Characteristics of Customer-Dominant Logic -- From Customer-Dominant Logic to Customer-Dominant Management - Theoretical Foundation of Customer-Dominant Logic -- Core Elements of Customer-Dominant Logic. - Customer-Dominant Logic as a Management Approach -- Market Research in Customer-Dominant Logic -- Market Segmentation in Customer-Dominant Logic -- Marketing Strategies in Customer-Dominant Logic -- Marketing Tools in Customer-Dominant Logic -- Marketing Controlling in Customer-Dominant Logic -- Development Trends of Customer-Dominant Logic -- Literature Service: Scientific Contributions to Corporate Management from the Customer Perspective. This book provides a structured overview of customer-dominant logic and formulates fundamental principles that form the basis for a realignment of customer-oriented corporate management. Customer-dominant logic is an innovative marketing logic that consistently places the customer at the center of all business activities. This requires a fundamental shift in perspective, where the integration of the provider with the customer takes precedence over the integration of the customer with the provider. Based on the principles of customer-dominant logic, the authors present their own and new systematic management approach. They introduce a "customer-dominant management", detailing all necessary phases of a management process. Customer-dominant management aims to realize both customer and company goals through the establishment of a partnership with value-creating offerings in the customer ecosystem. Contents: Subject and characteristics of customer-dominant logic From customer-dominant logic to customer-dominant management Theoretical foundation of customer-dominant logic in relationship marketing Core elements of customer-dominant logic Customer-dominant logic as a management approach Market research and market segmentation in customer-dominant logic Marketing strategies, marketing instruments, and marketing controlling in customer-dominant logic Development trends of customer-dominant logic The Authors: Prof. Dr. Dr. h.c. mult. Manfred Bruhn is Professor of Business Administration, in particular Marketing and Corporate Management, at the Faculty of Business and Economics at the University of Basel and Honorary Professor at the Technical University of Munich. He is also the founder and Chairman of the Board of Directors of Prof. Bruhn & Partner AG (Basel, Switzerland). Dr. Maxim Saleschus is a postdoctoral researcher at the Faculty of Business, Economics and Social Sciences at the University of Hohenheim. Prof. Dr. Karsten Hadwich holds the Chair of Service Management at the Institute for Marketing and Management at the University of Hohenheim. Moreover, he is the Managing Partner of Prof. Bruhn & Partner AG (Basel, Switzerland). The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content. This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation. Customer relations Management. 68690 Marketing. 521 Service industries. 68307 Customer Relationship Management. 68691 Marketing. 521 Services. 68308 Saleschus, Maxim. author. aut http://id.loc.gov/vocabulary/relators/aut 88067 Hadwich, Karsten. author. aut http://id.loc.gov/vocabulary/relators/aut 88068 SpringerLink (Online service) Springer Nature eBook Printed edition: 9783658453510 Printed edition: 9783658453534 Printed edition: 9783658453541 https://doi.org/10.1007/978-3-658-45352-7 ZDB-2-BUM ZDB-2-SXBM 65225 65225